Metro Last Light
Concept and Story, Creative Strategy, Campaign Development,
Key Messaging, Scriptwriting, Copywriting
Project type: Global creative campaign
Agency: ichi worldwide (London)
Client: THQ/Deep Silver
- Best Broadcast Campaign, 2013 US Game Connection Marketing Awards
- Silver, Two Bronze, 2012 London International Awards
With the solid but unspectacular success of Metro 2033, publisher THQ decided the follow-up needed an epic campaign to
appeal to the broader gaming community. The brief was simple: fire the collective imagination of first-person shooter fans and reintroduce Metro
as a must-play title. The exact words from the marketing team: “Give us something BIG!"
Announcement Trailer - Enter The Metro
Enter The Metro was screened in US cinemas upon release and today ranks in the top 10 all-time best live action video game trailers. It not only brought the game to the attentions of millions of gamers across the world but significantly spiked sales of its predecessor.
'The trailer for upcoming shooter Metro: Last Light focuses on the emotional and human impact of the world as we know it coming to an end. Filmed in freezing temperatures in Ukraine, with Mark Patten (Prometheus) as the director of photography, it looks every bit as epic as seasoned commercials director Jim Weedon intended. With 4 million YouTube views during its first four days of release, this film ably demonstrates the impact that live-action trailers can have on the market.'
VentureBeat.com, July 2012